Lessons in Sponsorship
I often get approachd by people who want me to sponsor them for some kind of event that they’re participating in. Having worked with numerous athletes and various elite sporting teams (and being a business owner), I have a pretty good understanding of how sponsorship works: I give someone money and, in return, they give me some kind of perceived value, exposure or brand-enhancement. More often than not, it’s a pretty lop-sided deal.
Here’s a conversation I had a few months back with an amateur triathlete who wanted me to sponsor her:
“Craig, would you be interested in sponsoring me?”
“What do you need?”
“Three thousand dollars for a new bike frame.”
“Must be a good frame?”
“Yep.”
“So, you get three thousand dollars and what do I get?”
“Pardon?”
“What do I get in return for my investment?”
She looked uncomfortable. Clearly, she hadn’t thought the sponsorship concept through beyond the “Can I have money?” part. Not a great plan.
“Er, well, I thought I could put your business name on the frame.”
Sponsorship Donation
As you can imagine, I totally jumped at the opportunity to spend three thousand dollars for the privilege of having my business name (in one inch letters) on a bike frame that nobody will see. What a great deal. Not. I’m a nice guy but I’m not an idiot. Mostly. The amateur athlete didn’t really want a sponsorship; she wanted a donation. Now, if she needed a kidney I may have helped but three grand for a bike frame… nope.
There are times when I will give people money because I consider it to be the right thing for that time, that person and that situation but, as a rule, I would rather help people to help themselves. Which is why…
“Give a man a fish and you feed him for a day, teach him to fish and you feed him for a lifetime.”
… is one of my favourite proverbs.
Kid With a Cause
Recently, I was approached by the daughter of one of my trainers. Her name is Mikayla, she is fourteen years-old and is trying to earn money so that she can be part of a three-week program travelling to Cambodia and Thailand to work with people who are disadvantaged in some way (that’s her under my right arm yesterday, hanging out in the Zen Den). Great concept and cool kid. As you might imagine, trying to come up with several thousand dollars is no easy task when you’re fourteen, a full-time student and you’re not yet allowed to have a part-time job (legally).
To Feed or Teach?
So, what to do? Do I simply give her some money? After all, it is a good cause (and a quantum leap ahead of bike-frame girl). Or, do I give her an opportunity to generate some money (more money that I would have sponsored her for), develop some new skills and learn something along the way?
Of course I’m gonna go for option two. 
Here’s part of our conversation:
“So Mikayla, how much would you like me to sponsor you for?”
“Er… five hundred dollars?”
“Hmm, what if, instead of giving you money, I give you my time, skills, experience and profile? What if I give you an opportunity to make much more than five hundred dollars?”
“That would be great, what do I need to do?”
“Run an event.”
“What do you mean?”
“You organise a venue (I knew she could use her school for free), some marketing, some tickets, some posters and an audience, and I will facilitate a ‘Renovate Your Body’ workshop for you.”
“Really?”
“Yep, we’ll make it affordable and you can keep one hundred percent of what the event generates. If we raise more than you need, the excess can go to some of the other kids.”
Learning by Doing
So, for the last month fourteen year-old Mikayla has been an event promoter, marketing guru, poster designer, networker, graphic artist, booking agent, receptionist and a kid learning new non-academic things (never bad) and developing some new skills. Snap.
Love that.
Being the pushy little thing that she (now) is, she has asked me to give “her event” a promo here at me-dot-com. And, she’s refused to pay for it. The cheek. I know that the majority of you don’t live in (or near) Melbourne so sorry about the irrelevance (for you) of what’s about to follow.
Mikayla’s Event:
What: Renovate Your Body Workshop
Where: Mentone Girls Secondary College, Cnr. Balcombe and Charman Roads Mentone
When: 7.30-9.00 pm, October 25, 2010
Cost: $30.00
Booking: Phone Mikayla or Mandi (her mum) on 0401 166 590 or email Mikayla at Mandi@craigharper.com.au
If you live in Melbourne(ish), Mikayla and I would love to see you there.
So, it seems that our fourteen year-old is learning to “fish”. I’d love to hear your thoughts (ideas, stories, experiences) regarding this type of learning, doing and creating.
* Don’t forget my new kid’s book (The Angry Ant) is out now! Love this article? Sign up for my FREE Email Newsletter today to receive more articles like this, and get my FREE Ebook!
{ 23 comments… read them below or add one }
Teach a teenager to fish ……did I put the wrong bait on my hook.
I just finished reading another of your articles Changing our Personal Reality; Part 3 (Happiness)
About ten years ago when you spent a week on a small, remote and largely undeveloped island in the middle of the Pacific Ocean called Espiritu Santo mmmm when you were 25ish…remember??
Reading just now…. I kept thinking fantastic Craig is gonna bring his new friend back to Melbourne to teach the girls at Mentone how to catch fish the real way – and raise money for how many fish caught with just ‘ real hands’ and perhaps an hand mand sphere and learn some outdoorsy type survival skills to boast on her trip…
Nice photo though…. And very generous of your time – would you need flippers fishing in the bay?
And I hit submit too quick and this dropped off….
Craig what a great lesson and innovative opportunity you have given Mikayla.
As a teenager she is watching you and learning how to behave like an adult based on your actions. You are an ethical, tolerant and mature role model for young teens.
Being a consistent source of encouragement, rather than handing over a donation will deepen their trust and the best gift of all.
Well done…
Mikayla, I am so proud of you! And Craig, what a wonderful idea and life lesson all rolled into one. Unfortunately, I live in the middle of the US so the trip is not possible for me, but I will be praying for a successful event and a wonderful trip for you.
Craig, if there is a way for me to make a donation and sponsor someone else to attend the program, please let me know.
Tracy
What a fab idea and great learning experience for her! Best wishes for a successful workshop!
I wish you every success, Mikayla (and Mandi).
Like the fishing analogy, too often we just give. The company I work for participates in First Foundation an organisation that gets a “partner” company to recruit a disadvantaged (extremely smart, talented) kid who probably wouldn’t get to uni without help. The idea is that the partner organisation give them a job so they can raise the money to go to uni (we also pay part of the fees). So these kids become educated examples in the community without charity as such, their motto is “a hand up not a hand out”. Like the way you think, works particularly well when you have a business proposition you can sell, like your RYL. Well done. Hope the youngster learns from both this experience and the trip away.
Thanks for the daily emails from you and CJ.
Colleen
See thats what I love about you .. not only did you ‘sponsor’ her but you also gave others the opportunity…to be sponsored!
Anyway its funny this came up .. as I have just got a sponsor! And I didnt even have to ask! Cool…
I never really thought of sponsorhip especailly as IM NOT ATHELETE! but the other week …. I walked into a BIke store and the owner..and I got chating (yep I love to talk).. he said hey your that ‘spin’ instructor arent you.. I said yes and he started taking bike pants clothes of the rake…. and gave them to me.. I was astounded almost felt guilty it ended up totally over $700 and then said here you go.. I will look after you!
I was stoked ..So I thought what can I give back to this guy.. so at my classes that week I gave away the gear as prizes… Now personally I sorted really wanted to keep it but something told me my class had to be rewarded for turning up …. so i gave it away! . Anyway my (gym) boss heard at work and said Kate if he has been that generous to you how about we out his signs up in the Spin rooms…So I offered it to him and last week I got all these awesome stickers and ‘graffitied’ the SPIN room walls.. They look amazing.
So when all is said and done I NOW have an official sponsor… both it means he NOW has his brand name in the target market of 3 of the gyms on the coast I get 40% of clothing, and he may even give me a bike.. Loving it… !
Absolutely brilliant, Craig. Mikayla will learn one of the most valuable life skills of all – resourcefulness. And that’s before she even arrives in a foreign country to do aid work! You have helped Mikayla gain some extra skills and maturity that will serve her well for her trip, then the remainder of her studies and the rest of her life. Go Mikayla. Go Craig.
Hey Craig,
Mikalya is learning some valuable skills from you – at 14!! Best of luck to her and you for a very successful night.
Hmmm….is this perhaps a new kind of affiliate marketing program ??? Perhaps when my book is in print (currently an ebook) I could approach you for a similar arrangement?? You could do the workshop and I could publisize my book – and the proceeds could go to…..oh, I don’t know …this is not an idea I have thought about before..I’m just thinking (well typing) out aloud after reading your post.
Anyhow….I sure like the idea of teaching someone to ”fish” instead of just donating and I wish Mikalya all the best with her trip and her fundraising…
cheers,
Mon
Dear MA (I keep your stuff filed as Motivational Aussie – CJs too):
Another ‘right on’ piece. Nice juxtaposition ‘tween the teens. You’re right about Mikayla being a winner, I predict big things for her.
About that $3,000 bicycle: I bought many bikes and had many “borrowed” from me while in China but, all told, I never came anywhere close to spending that much. Of course I realize that isn’t USD, but even so…
I’d love to be kept updated on the young entrepreneur.
As always, My best to you and your RYB workshop.
Gary
Go Craig – wish I’d met a role model like you when I was 14. Best of luck to Mikalya too with her efforts.
One day Mikayla is going to realise what a valuable opportunity she was given. I love the idea of empowering people to take their own risks, learn through doing and ultimaltely reap the rewards from the seeds they have sewn….I wish I knew it 20 years ago.
It is AWESOME that you have taken the opportunity to point her in the right direction. I wish more people with experience could give others the tools to learn their lessons rather than just tell them what to do next.
There is a massive gap in that age group, in universities and in a lot of organisations. For some reason we don’t invest a lot of time in mentoring and coaching.
If only more people would realise the power of using our experience and knowledge for the benefit of someone else (especially younger people) and unlocking / unleashing ther potential.
Limitations you thought you had don’t exist.
When I let go of what I am, I become what I might be. Lao Tzu.
Thanks for the reminder.
Hey there,
As Mikayla’s mum I just wanted to say HUGE thank you to you all for your wonderful response! Mikayla isn’t home from school as yet but I know she’ll be blown away by all your well wishes and support. And to Craig, what can I say, you’re ace!! xx
I was writing something very similar to what Wombat Mik wrote so I’ll cut it short.
Craig, this is a fantastic opportunity for Mikayla, definitely an experience she (and Mandi) will never forget. You are teaching her valuable life lessons and giving her the tools to make her own way in life.
Thanks for sharing. xx
One of my fave quotes too (the teaching to fish one) and my team and I refer to it and try to put it into action all the time at work (lots of fishing to be taught including teaching ourselves at times). And I love Mikayla’s attitude, she sounds like a fast learner of the fishing techniques. Have sent the link to a number of my work folk who may just love to attend. Best of luck Mikayla.
This one is my all time fav. I think Craig lives it more than anyone else I know.
“If you think in terms of a year, plant a seed; if in terms of ten years, plant trees; if in terms of 100 years, teach the people.” – Confucius.
Hey Craig !
What a fantastic idea ! Good luck Mikayla, with both the fundraising and the trip.
{{HUG}}
Tina
Hi everyone,
Thank you so much for all your encouragement and support. I’m really looking forward to this event with craig and my trip in april where i will be able to help disadvantaged kids who may never opportunities like me and my fellow students.
Have a awesome day !! =D
Hi Craig, Mikayla & Mandi
My daughter and I are really looking forward to the 25th…. might even get my bloke along too! Money’s in the bank!
Thanks for the opportunity
Annette
I live in Sydney, but still thought this post was AWESOME!
Go Mikayla! Intelligent action is always inspiring.(thanks Craig!) I guarantee you will have an exceptionally brilliant and successful night AND inspire other kids to not look for handout but be creative in all that they do.
Mikayla, Hope your event is a wonderful success.
What a fantastic effort, to want to help disadvantaged kids in another country. It will be an experience of a life time, you will never forget ..
Congratulations to you and everyone helping with the project .
Thanks Craig (& Mikayla!) for the informative session last night in Mentone. Worth the trip down from Traralgon. Heading off now to get “uncomfortable”! All the best Mikayla for your wonderful experience.
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